I came across an article a few days ago
about how Google is thinking about stopping its use of "cookies".
Advertisers are all closely watching Google's move both since it is the
leader in online advertising because its browser, Chrome, has surpassed
Internet Explorer, Safari, and Mozilla. The move would have drastic
effects on how digital advertising is done, impacting at $120 billion industry.
Google is considering replacing a cookie with an anonymous identifier
called an AdID for each individual. One impetus for change seems to be related
to the growing shift towards mobile web browsing, where cookies have limited
use. Google also claims that the new identifier would allow users to have
more control over how they are tracked. The
change would most likely hurt smaller websites, who often don't have their own
ad sales teams and instead use ad networks, which rely on cookies to gather
information.
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